When PR and advertising agency The Marcus Group redesigned the Gilda’s Club NNJ Web site in 2010, enhanced branding and improved navigation were the main objectives, says Janel Patti, executive VP and creative director at The Marcus Group. Refer to the following checklist periodically to keep your site from growing stale:
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Is your organization’s logo prominent on the home page? Make sure visitors know that they’ve come to the right place.
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Are your news and events posts getting enough play? Consider adding a Flash animated feature box that makes those mentions stand out.
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Have you integrated your social networks into the site? Add social media icons to the home page and, conversely, make sure your URL is prominent on fan and follower pages.
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Is your site easy to navigate? For Gilda’s Club, TMG revised the menu bar and reorganized content for a more user-friendly experience.
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Are you covering your audience bases online? Realizing it was missing prime targets, TMG created a special “Kids & Teens” section for Gilda’s Club.
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Is your content carefully copy edited and is the site regularly checked for consistency? Typos and inconsistent style is a turn-off, or a click-out.
PR News subscribers can read more about The Marcus Groups' efforts to rescue Gilda's Club in the the case study—Laughing Matters: Comedy and Event PR Come to the Rescue of Gilda's Club of Northern New Jersey.